Understanding how social media micro-influencers influence the brand attractiveness in the recruitment process: A netnography at Avon
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2024-06-26
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en
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Social media is an increasingly contributing factor to the recruitment processes of multi-level marketing companies. Therefore, the research explored the factors influencing brand attractiveness of MLM companies in the recruitment process. This has been researched in the context of social media micro-influencers because they are perceived as the most credible and relatable (Djafarova & Rushworth, 2017). Knowledge of these processes is essential because being an MLM distributor is often connected to financial losses, legal problems, and ethical problems (DeLiema et al., 2018; Groß & Vriens, 2019). Data was obtained using a variety of methods following a netnography.
The research illustrates that, in the context of social media micro-influencers, multiple dimensions influence brand attractiveness in the recruitment process of MLMs. First, Avon's distinguished characteristics demonstrate that its history and brand loyalty are often used online. Additionally, micro-influencers illustrate extrinsic life goals such as external approval and rewards, and intrinsic life goals are to satisfy basic and inherent psychological needs (Kasser & Ryan, 1996). Lastly, social media allows micro-influencers to create a feeling of intimacy with individuals on social media. Social media micro-influencers portrayed three sub-dimensions the most: Avon’s history, financial rewards (incentive trips and events), and the illusion of intimacy created through social media.
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Faculteit der Managementwetenschappen